(Previously we’d send traffic or leads through our co-marketing initiatives, but the high-barrier of a ‘retainer engagement’ was usually the only way forward. Therefore, very little engagement would happen. These offers make it simple for clients to engage ClosedWon.)

By publishing educational content about Drift, we can create interest in ClosedWon’s Drift implementation package.

Phase 2: Identify the content

I invited Chris Handy of ClosedWon to record a Data Snack, or short video tutorial, sharing one bite-sized tip for implementing and/or improving a Drift strategy.

“Staring at a blank page is tough for me,” Handy said.

To make the whole process of co-marketing easier, we asked him to contribute a bite-sized Data Snack a couple times a month.He recorded this one on improving response time in Drift. I transcribed the post for him using Temi, and from there we had a dynamic post featuring text + video ready to share.

Phase 3. Identify the channels

When the content performs well, we cue up slots in one of three niche monthly newsletters–one for Google Analytics, HubSpot, and Top Content–depending on the subject area of the post.

We also promote through other appropriate channels, too.

In this case, we knew that because Handy had recorded a video, that LinkedIn (in addition to the Databox Blog) would be a great place to launch and promote the content.

After I mixed the video and added the Data Snacks branding to it, I sent the raw video file back to Handy to post to his own LinkedIn account so any engagement and conversation would center around him, not us.

It performed well…

According to Handy, this post alone generated ~25 private messages (separate from the post’s comments) and closed 2 new clients.

“Showing our work publicly serves as the best kind of marketing,” said Handy. “Eight weeks after publishing our first Data Snack, we can track many thousands of dollars in revenue back to clients who first became aware of ClosedWon via this content.”

Would you like to achieve similar results? Here’s the process we’ll follow together:

How to get started

One of the driving forces behind a revamped co-marketing process was to make it easier for you to contribute content.

For some people, like Handy and ClosedWon, that means video. Others hate recording video or find it hard to produce, so a blog post makes much more sense for them.

Regardless of the format, here’s how it will look in two phases:

Phase 1: Creation

Get on the content calendar

We’ve created 2 calendar invites for the second and last Thursday of every month. You can be added to one or both of these invites.

These act as reminders, but the second Thursday is the deadline for potential inclusion in that month’s round of newsletters.

Want me to add you to one or both of these calendar invites? Email me at john at databox dot com.

Choose the subject matter of your content piece.

A good starting point is any content positioned around our most popular integrations: Google Analytics, HubSpot, Facebook Ads, Google AdWords.

Since we have many companies that use Databox to monitor KPIs from these tools, the content has a higher probability to spread and drive business.

Get specific in your area of focus.

Focus on one or two metrics from your chosen subject area and tell a unique story about your approach to setting goals, monitoring, and/or improving that area/metric.